Marketing

Open Access Article

1 - Marketing strategies of inventions for successful entry into market
amirhossein tayyebi mohammadreza hamidizadeh

The share of industries and services with the highest technology in each economy is one of the indicators for assessing the degree to which a knowledge-based economy is at work. Among these, commercialization of inventions and research achievements is one of the importa More

The share of industries and services with the highest technology in each economy is one of the indicators for assessing the degree to which a knowledge-based economy is at work. Among these, commercialization of inventions and research achievements is one of the important issues in various societies. The purpose of this research is to identify and review the most important marketing strategies for inventions from the perspective of inventors. This research is an applied research, a descriptive survey, and a research mix method that first approaches the qualitative and then quantitative approach. In the qualitative stage, marketing strategies of inventions were identified using library studies and semi-structured interviews through targeted sampling with 8 experts in the field of commercialization and technology management. Then, at a small stage, a questionnaire was used in the research sample including the inventors of the regional festival of innovations and flourishing of the Roish Khorasan inventions. According to the Morgan table, according to the analysis method, 36 inventors were considered. Data analysis was done by t-test and TOPSIS method. The results show that 91% of inventors know too much importance of commercialization and marketing of their invention. In the case of the marketing mix, it was concluded that the importance of good features products with the highest scores were 46% and after that, the price of 28%, the promotion with 18% and finally advertising place was 8% by inventors. Finally, with notice to the 10 strategy outlined in the paper, inventors chose three of strategy marketing contain participation in international technology exhibitions, participation in national technology exhibitions and Internet marketing. Manuscript profile

Open Access Article

2 - Survey the Impact of Information Technology, Knowledge Management, and Marketing capabilities on innovation ambidexterity and New Product Performance
iman hakimi

Linking the literature of resource-based view (RBV) with ambidexterity, the purpose of this study is to assess the effect of information technology, knowledge management and Marketing capabilities on innovation ambidexterity and its influence on the performance of new p More

Linking the literature of resource-based view (RBV) with ambidexterity, the purpose of this study is to assess the effect of information technology, knowledge management and Marketing capabilities on innovation ambidexterity and its influence on the performance of new product development of small- and medium-sized enterprises (SMEs) active in the Iranian medical and pharmaceutical industry. To this end, this paper develops an integrative research model, which analyzes the network of relations using covariance-based structural equation modeling on a data set of 294 SMEs present at the 21st International Exhibition of Medical and Pharmaceutical Equipment in Tehran in June 2018. Accordingly, the questionnaires were assigned to senior and middle managers whose primary responsibilities were related to strategic innovation activities of the firms. Findings show that the complementary capabilities of information technology, knowledge management and marketing are positively associated with innovation ambidexterity. In addition, innovation ambidexterity is found to strengthen the the performance of the new product development. Manuscript profile

Open Access Article

3 - Content Marketing and Product Development Process Effectiveness in High-Tech Companies
Nader Seyyedamiri

The purpose of this paper is investigating the impact of content marketing on the effectiveness of the new product development process of high-tech companies with regard to the e-trust as a mediator between content and effectiveness. For this study, data were collected More

The purpose of this paper is investigating the impact of content marketing on the effectiveness of the new product development process of high-tech companies with regard to the e-trust as a mediator between content and effectiveness. For this study, data were collected through a questionnaire. 430 questionnaires were distributed among professionals and managers working in R&D, marketing, sales and strategic departments of firms affiliated with ICT Guild Organization in September 2017. Of this number, 384 complete questionnaires were included in the study. Data were analyzed using structural equation method by Smart PLS software. Findings show that although content marketing and e-trust influenced the effectiveness of the product development process, e-trust did not play a mediating role in the relationship between content marketing and effectiveness of product development process in high-tech companies. This study investigates the content marketing role in Product Development Process in high-tech companies and tests the model in the context of the Tehran IT industries. The result of this study provides a reference for managers of high-tech companies and helps them lower the failure rate of product development. Manuscript profile

Open Access Article

4 - An Analysis of Customer Behavior in online shopping of electronic products
Razieh Rouhi DEHKORDI

Technology advance has had a great influence on commerce and business, as tools advance in present era has made a new type of human relations that help them perform macro and micro transactions and businesses without physical presence, and made businesses go toward elec More

Technology advance has had a great influence on commerce and business, as tools advance in present era has made a new type of human relations that help them perform macro and micro transactions and businesses without physical presence, and made businesses go toward electronization. Current study involves identification and prioritization of factors affecting customer’s behavior of online purchase of electronic products. A method combined of attributive and survey methods was used. Indeed, data analysis was performed based on survey method. All of Students of Islamic Azad University South Tehran Branch were used as respondents. Based on Cochran formula, sample volume was 347 people. Sampling method was randomly. Questionnaire was prepared using experts comments and Delphi technique and was distributed among students. Spss software and AHP method were used in Statistical analysis. Results showed that 14 major factor affect customer’s behavior of online purchase of electronic products that Security, trust and price factors ranked as three first rank using AHP method which is confirmed by results of other researches. Finally, solutions were presented for any indicator. Manuscript profile

Open Access Article

5 - Designing a competitiveness model using strategic cognitive complexity; Investigating the mediating effect of market intelligence
gholamreza Amini Khiyabani davood feiz

Competitiveness is a complex and multidimensional concept, making it possible to get high-quality feedback from the environment. This research was designed in order to improve the competitiveness capability; because competitiveness plays a basic role in an organization’ More

Competitiveness is a complex and multidimensional concept, making it possible to get high-quality feedback from the environment. This research was designed in order to improve the competitiveness capability; because competitiveness plays a basic role in an organization’s productivity. To this end, we employed the cognitive complexity as a strategic concept using its key components including market sensation and customer psychology. Moreover, we examined three dimensions of market intelligence to develop the model. Data was collected through in library studies and interview with master students of Tehran University, school for performing arts and music. Collected data was analyzed by the system dynamics method with the aim of variables’ future behavior estimation. In doing so, 2 scenarios were simulated using Vensim PLE software. In the first scenario, market sensation led to strategic innovation through requisite infrastructure to create and disseminate intelligence. In the second scenario, customer psychology was identified as an effective factor in market accountability and competency creation. Findings showed that little improvement in customer psychology causes more customer perceptual competency. To understand and interpret the complex environment, designing an integrated and intelligence information systems is recommended. This is required to achieve both strategic innovation and organization competency simultaneously in order to increase the capacity of competitiveness. Manuscript profile

Open Access Article

6 - Evaluate the Effects of Service Innovation, Social Media Marketing, and Social Support on Value Co-creation
akbar hoshyar Alireza Rousta

The present research has evaluated the effects of service innovation, social media marketing and social support on value co-creation in Iran Khodro Company.This research is based on the achievement of the development-applicative type and based on the objectives of the d More

The present research has evaluated the effects of service innovation, social media marketing and social support on value co-creation in Iran Khodro Company.This research is based on the achievement of the development-applicative type and based on the objectives of the descriptive type of the case that the necessary data has been collected by the survey method. The statistical population of the research consisted of two sections, in the first section, all the customers of Iran Khodro Company in the 5 districts of Tehran, and in the second section, the employees of the agencies in the mentioned areas were included. 384 people and 50 people were selected based on available random sampling in the customer section using non-probability quota sampling method. Regarding the theoretical foundations and background of the research, using library resources and in the field part, the tool for collecting information is a standard questionnaire. The data were analyzed by structural equation modeling using Smart PLS software. The results of research hypotheses indicate that social media marketing, service innovation has an effect on value co-creation from both customers and employees, and the effect of social support on value co-creation is confirmed by employees but not by customers. Not approved. Therefore, focusing on innovation in services, organizations should try to strengthen value co-creation through social media marketing and social support from both the perspective of employees and customers. Manuscript profile

Open Access Article

7 - Entrepreneurial marketing: A New Theory of Effective University-Industry Cooperation
Seyed Maseood Ghoreishi mahdi majidpour Babak Negahdari Morteza Mousakhani

20.1001.1.27170454.1400.10.19.2.3

Marketing for the university is a complex and multidimensional issue because, universities have to communicate with a significant variety of audiences. In this article, the necessary mechanisms for marketing the capabilities of the university in all fields of education, More

Marketing for the university is a complex and multidimensional issue because, universities have to communicate with a significant variety of audiences. In this article, the necessary mechanisms for marketing the capabilities of the university in all fields of education, research and entrepreneurship are presented and prioritized. Accordingly, using an integrated approach (quantitative-qualitative) and using a 30-item questionnaire, 57 academic and industrial experts were interviewed. Based on the studies, ten strategies, which include: forming a network of industry and university experts to improve relations and partnerships, cooperation agreements in the implementation of projects to establish research and knowledge-based centers with the private sector and industry, holding meetings and maintaining Continuous communication with representatives of industry and the private sector, university cooperation agreements with the private sector to finance and invest in the establishment of research centers and scientific hubs, the establishment of a marketing unit in the university to promote marketing and thus increase university revenue, cooperation in Formation of multilateral contracts for financing and implementation of projects for the establishment of research and knowledge-based centers, optimal use of campus university space to be presented to active companies in the private sector, modification of the university website with new management and marketing approaches, creation Cooperation agreements with companies active in the field of digital marketing and marketing and the creation of crowdfunding and public financing methods were proposed to improve the relationship between academia and industry Manuscript profile

Open Access Article

8 - Developing an Innovative Marketing Model of Organic Products with a Future Research Approach
sharareh hezarkhani asghar moshabeki esfahani fataneh alizadeh meshkani abdollah naami

Organic agriculture is known as an insight and system of production of agricultural products that emphasizes the production of healthy products. In this regard, the current research has been conducted with the aim of presenting an innovative marketing model of organic p More

Organic agriculture is known as an insight and system of production of agricultural products that emphasizes the production of healthy products. In this regard, the current research has been conducted with the aim of presenting an innovative marketing model of organic products with a future research approach. From the point of view of the goal, this study is a fundamental research that was conducted with the qualitative research method and based on deductive-inductive reasoning. The statistical population of this research was theoretical experts (professors of marketing management) and experimental experts (managers of knowledge-based companies in the agricultural sector). Sampling was done in a non-probability and purposeful way. The data collection tool was interview. To analyze the expert interviews, the prospective research method was used and the relevant indicators were identified and finally the final model of the research was presented. Research data analysis was done with TI Atlas software. Based on the results of the research, economic drivers, laws, politics, subsidies, construction and rental, environmental and health as influential variables, location drivers, social, personnel, innovative productions as independent variables, cultural drivers, special services, competitors , exchange rate and inflation and planning services as linked variables and influential drivers of export, strategy, physical services, direct advertising, skill training, job satisfaction and young customers as influential variables Manuscript profile

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